about the authors B. Joseph Pine II is cofounder of Strategic Horizons LLP, an Aurora, Ohio­based thinking studio dedicated to helping enterprises conceive and design innovative ways of adding value to their economic offerings via mass customizing, staging experiences, rendering authentic- ity, guiding transformations--and now using digital technology to create experiences that fuse the real and the virtual. He is coauthor of Authenticity: What Con- sumers Really Want (Harvard Business Press, 2007) and The Experience Economy: Work Is Theatre & Every Business a Stage (Harvard Business School Press, 1999, with an updated edition in 2011). Mr. Pine also wrote Mass Customization: The New Frontier in Business Competition (Har- vard Business School Press, 1993) as well as numerous articles for the Harvard